1. ADVERTISING, PUBLICITY & PROPAGANDA

2. Advertising … Defination :
Any paid form of non personal communication of information about products or ideas by an identified sponsor through the media in an effort to persuade or influence behavior of the people in such a manner as to induce them to buy

3. Advertising … Meaning : Paid form
Non personal communication / information
About products or ideas
Identified sponsor
Through the media
To persuade or influence behavior of the people
To induce them to buy

4. Advertising … Nature : Paid for Commercial Transaction
Controlled by Advertiser

5. Advertising …
Aim :
Sell a Product / Services to the largest possible market at the lowest possible cost

6. Advertising … Effect : Lingers for sometime – there is ‘recall’
Source :
Always identifiable

7. Advertising … Pros : Cons :
Complete control of the advertiser – message, size, time and place
Cons :
Credibility can be doubted

8. Publicity … Defination :
Giving information about a Company or its products by Personal / Non Personal means, & is not directly or indirectly paid by the Organization, and the source is NOT identified

9. Publicity … Meaning : Give information About a Company or its products
By Personal / Non Personal means
Not directly or indirectly paid for
Source is NOT identified

10. Publicity … To influence opinion of the public in favour of something
Nature :
Non commercial transaction
Aim :
To influence opinion of the public in favour of something

11. Publicity …
Effect :
Influence human action by awakening the desire to possess a product.
To create a good public image
To clear any doubt / opinion

12. Publicity … Source: Initiative may be taken by the published
Not openly sponsored

13. Publicity … Pros : Cons : More credibility - ‘News Item’ News value
No control of the message, size, time and place
The message may not be published

14. Note … All Advertising is Publicity BUT all Publicity IS NOT

15. Propaganda … Definition :
Spreading of Ideas / Doctrines / Messages. The public is expected to accept ‘readymade’ conclusions. It is only one sided communication. It favors the cause – Political parties / leaders and their election campaigns

16. Propaganda … Meaning : Spreading Ideas / Doctrines / Messages
The public is expected to accept ‘readymade’ conclusions
One sided communication favoring the cause
e.g. Political parties / leaders and their election campaigns

17. Propaganda … Nature : Aim : Can be either commercial or non commercial
Spread Ideas / Doctrines / Messages
No question of ‘selling’

18. Propaganda …
Effect :
Temporary – ceases to influence after the cause is achieved & lose their appeal
e.g. Political parties / leaders and their election campaigns / speeches / promises

19. Propaganda …
Source :
May be commercial – normally is commercial

20. Propaganda … Cons : Pros :
Complete control of advertiser – message, size, time and place
Cons :
Credibility can be doubted

21. Sales Promotion … Definition :
All activities which supplement advertising and makes it more effective

22. Sales Promotion …
Nature : Marketing / Selling Tool e.g. – Display, Shows, Add On, Exhibitions, Demonstrations, Product Sampling, Discounts, Incentives to Customers / Dealers / Retailers – “Free”